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Samsung has been tasked with turning customer support into a loyalty machine. NurPhoto via Getty Images In the 1980s, Jan Carlzon was tasked with turning around Scandinavian Airlines, which had been losing money, and making it profitable. He achieved this by getting everyone to buy into a concept he called “The Moment of Truth.” The definition of this phrase was so straightforward that all Scandinavian Airlines employees could understand it and act accordingly. He defined The Moment of Truth as any time a customer (passenger) came into contact with the company, they had the opportunity to form an impression. All employees were tasked with managing these moments and creating positive impressions. That concept is every bit as valid today as it was over 40 years ago. This idea is the same, and probably more so, for customer support, the “department” that handles complaints and problems. However, I’d like to paraphrase Carlzon’s timeless wisdom: Any time a customer comes into contact with the company’s customer support department, it is an opportunity to create loyalty. When you create loyalty through a positive customer experience (CX), especially with customer support, several things happen. First, customers come back. Second, they spend more. Third, they trust the company more. And fourth, they become your best advertising in the form of word of mouth. Mark Williams, the head of customer care at Samsung Electronics America, has been tasked with turning customer support into a loyalty machine. In a recent interview, he shared several important and powerful points that apply to any business: Customer Service/Support Shouldn’t Be Just About Fixing Problems A customer may reach out to the company about a problem, and when they finally finish with the interaction, they have a sense of confidence in the company. Every interaction, even when it starts with a…

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Filed under: News - @ July 27, 2025 12:26 pm